"the job of the studio is to bring our own ideas to life..."

The interview about SVK by Berg London is insightful but I was fascinated by this quote:

"I think the job of the studio is to bring our own ideas to life – that it’s something inventive, hopefully something that has some cultural importance – but mainly to have fun, make stuff y’know? When you can make that kind of thing achievable, when it gets some kind of independence from the client work so you can do it yourself, that’s really interesting."

Why do I blog this? this is exactly the sort of direction we are trying to aim at.